Designing the Future: Yufei Sun's Journey in Crypto Media

From the moment Steve Jobs introduced Apple's revolutionary products, the importance of aesthetics and design has taken center stage in the tech industry. Jobs' vision was clear: beautifully designed products go beyond mere appearance; they enhance user experience and foster a deeper connection between the user and the device. This philosophy has influenced countless companies to prioritize both functionality and the form and feel of their products. This focus on aesthetics inspires many in the business world to integrate design with usability. Whether it’s the sleek curves of a smartphone, the intuitive interface of a new app, or a rebranding website where colors convey different meanings, the legacy of prioritizing design excellence continues to shape the industry, fostering innovation and brand loyalty. Today, we are joined by Yufei Sun, a seasoned product designer and the VP of Legacy Financial Service, to share her valuable insights on design ideas across various industries.

With a fantastic and concrete graphic design background, Yufei Sun has enthusiastically engaged with her work in the crypto industry. How did a designer transition into this field? “When COVID-19 began in 2020 and 2021, cryptocurrency was gaining significant attention. Everyone thought it was going to be the next big thing. The company I joined was a news company, so it was a blend of media and crypto, not involved in trading,” she explained. CoinDesk is the most trusted media, events, indices and data company for the global crypto economy. Since 2013, CoinDesk Media has led the story of the future of money and investing, illuminating the transformation in society and culture that comes with it. In 2021, the company grew rapidly as the crypto started to become main stream. For instance, the company was the one to expose FTX's debt. Their reputation for providing the most trusted information was impeccable, holding a mature position in the industry. This was a key reason why Yufei chose to work there; she wanted to be part of a mature and trustworthy organization, ensuring the highest quality of information for users.

As the Product Design Lead & Art Director for a crypto media platform and event, Yufei Sun was responsible for a significant rebranding effort. She shared, “In early 2021, I joined CoinDesk as the lead product designer and art director. I led a team of three designers and two product managers in an in-house redesign project for the website and brand refresh. This involved evaluating the user experience, ensuring accessibility compliance, and creating comprehensive design and brand systems.”

As part of the rebranding effort, one of Yufei Sun's key tasks was to align the website with mainstream media standards. "We aimed to transform the site from a blog format into a more professional mainstream media outlet, similar to Bloomberg or The New York Times," she explained. This involved adopting a black-and-white color scheme—but not entirely black and white. "Pure black and white can be too harsh, creating too much contrast and glare," Yufei noted. "We experimented with various shades to find the right balance."

Beyond color, Yufei also prioritized usability and accessibility. "Colors need to be considered for how they will be used, ensuring the site is not only professional but also accessible and user-friendly," she said. Given the dual nature of the crypto space—both professional and decentralized—Yufei incorporated bright yellow illustrations to add a playful touch. "This approach helps make the site more engaging while maintaining its professional integrity," she added.

Though she left the company in 2023, Yufei reflected on her time there as a pivotal learning experience. "This project, completed in just six months, was one of the biggest and hardest I've undertaken. We were understaffed, and I was responsible for the entire branding effort," she shared. Despite the challenges, Yufei considers it a valuable chapter in her career. "It taught me a great deal, especially about balancing design aesthetics with functionality. This experience has equipped me with the skills to tackle complex design problems and deliver solutions that are both visually appealing and highly effective."

This article does not necessarily reflect the opinions of the editors or management of EconoTimes